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Transcript of chapter 10 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights...
![Page 1: chapter 10 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Producing Ads for Print, Electronic and Digital.](https://reader035.fdocuments.in/reader035/viewer/2022062516/56649d5d5503460f94a3c62d/html5/thumbnails/1.jpg)
![Page 2: chapter 10 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Producing Ads for Print, Electronic and Digital.](https://reader035.fdocuments.in/reader035/viewer/2022062516/56649d5d5503460f94a3c62d/html5/thumbnails/2.jpg)
chapter10
McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
Producing Ads forPrint, Electronic and
Digital Media
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10-3
Chapter 10 Objectives
Explain the development process for ads and brochures
Discuss how print ads are prepared for the press
Explain the development process for radio and TV
Describe the majorproduction techniques for
TV commercialsUnderstand how to
save money in print, radioand TV production
Explain the major types of digital media and their
evolving role in advertising
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10-4
Managing the Advertising Production Process
Production Manager’s RolePlanning Organizing Directing Controlling
Managing Production CostsBudget Busters
PrintProduction
ElectronicProduction
Inadequate planning Production luxuries Overtime Special equipment Hierarchy
Radio Television Digital media
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10-5
Managing the Advertising Production Process
National ad for Toyota Prius: ads of this caliber may require a month or longer to create
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10-6The Print Production Process:
Preproduction
Job Planning
Typography
Project Planning Log in Job jacket
Emphasis Appropriate Appearance
Color palette
Production methods
Speed, quality or economy
Schedule
Readability Harmony
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10-7The Print Production Process:
PreproductionSingapore Airlines ad: the typeface conveys luxury
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10-8The Print Production Process:
ProductionCreating the
VisualPhotos or
illustrationsStock or original
Preparing Mechanicals
Layout Base art Overlays
Camera-Ready Art & Halftones
Line artHalftone screens
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10-9The Print Production Process:
Prepress and Press
Negatives
Color Separation
Stripping
Cyan Magenta Yellow Black
Printing & Finishing
Press Run Binding Shipping
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10-10
TrapsBleeds
Bluelines Chromalin proofsColor keys Press proofs
Quality Control inPrint Production
What to look for
Production Phase
Prepress Phase Ways to proof
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10-11
Production
The Radio CommercialProduction Process
PostproductionPreproduction
Sound studio
Control room
Audio console
Master tape
Dubs
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10-12
The Radio CommercialProduction Process
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10-13
The Television CommercialProduction Process
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10-14
The Television CommercialProduction Process
PreproductionPlan techniques
Script & storyboard
Live actionAnimation
Special effects
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10-15
The Television CommercialProduction Process
Production: The Shoot
Preproduction
Location
Lights
Sound
Cameras
Talent
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10-16
The Television CommercialProduction Process
Production: The Shoot
PostproductionPreproduction
Editing
Mixing
Prints
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10-17
The Television CommercialProduction Process
Postproduction phase when director and editor select and splice scenes
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10-18
Producing Advertisingfor Digital Media
Emergence MultimediaDigitalmedia
Audiencevenues
Mass Private Personal
ProductionProcess
People and Jobs
Role in Advertising
IMC